Analyzing Korean TV Commercials during Prime Time based on Cultural Background

문화적 접근에 기초한 한국 텔레비전 방송 주요시간대 광고 분석

  • Cho, Seungho (Dept. of Global Commerce, Soongsil University) ;
  • Cho, Sang-Hoon (Dept. of Statistic & Actuarial Science, Soongsil University)
  • Received : 2012.10.11
  • Accepted : 2012.11.10
  • Published : 2012.11.30


This study investigated Korean TV advertising's creative strategy and trend. To achieve the goal, we conducted content analysis for prime time TV advertising messages (KBS, MBC, SBS). We found that Korean TV advertising contents showed more direct messages than indirect messages, much relationship between ads messages and product, more brand in advertisements, little humor, relatively many celebrities in ads. and much importance on the reputation of the firm. The findings will be a significant source regarding promotion strategy for global company who plans to enter into Korean market.